DorisRon
Member
Is programmatic an opportunity or threat? It all depends on your point of view. For media agencies it is, of course, a great opportunity. It is much easier to buy and sell ad inventory with the help of digital interfaces. Targeting becomes incredibly complex and precise, media buying takes less time and is characterized by increasing efficiency.
Thus, due to programmatic and RTB ads are displayed to the right people at the right time and at a good price.
It sounds great, right?
But wait, have not we missed something?
Oh yes! Advertising creativity, despite the fact that it is the heart of advertising, has become a minor defendant in the equation. But without the right creative approach to advertising for hyper-targeting audience, the value of algorithmic buying and RTB is significantly reduced, if not negated.
That's why creative agencies have a great opportunity to do programmatic as effective as possible for their customers through the development of the right strategies. This puts the programmable targeting in the first place and turns it into a key to success.
REASONS TO CHANGE AND DIVERSIFY CREATIVITY
So, how does it work and what should we start with? Let's talk about creative thinking.
If a marketing concept can not be called epic, the repetition of the idea to infinity is not the smartest way to develop an advertising strategy. The modern consumer wants the ads to be relevant.
Repeating the same thing over and over again, you can quickly exhaust the possibilities, but telling a personal story, you can achieve a significant advertising resonance.
Before the programmable targeting became public, it was incredibly difficult to deliver a particular relevant message to different segments of the market, because it was not possible to find out who are these segments. Display advertising buying was based (and in many cases is still based) on very blurry general characteristics of audience. Previously, we did not know who exactly watched a TV program or visited a website, that's why we could use only general ideas.
Today we have an opportunity to calculate with a high degree of accuracy who the target audience is, with the help of programmatic buying. This means that the most relevant ads can be achieved.
Think about the reasons that motivate to diversify creativity when using programmatic technology:
▪ Is it possible to point out the basic value or incentive to buy on the basis of demographic features, behavior or consumer preferences? ▪ Is it necessary to change the message, basing on the stage of the purchase the potential customer is? ▪ Is it possible to adapt the creativity basing on information about the user's location? ▪ Is there any audience group, through the actions of which we can trace different stages of the purchase?
Creative briefs that agencies receive from customers are likely to be unable to provide the necessary degree of relevance. But programmatic can! By helping their customers to answer all the above questions and taking creative decisions arising from these responses, creative agencies can achieve significant results.
EXAMPLE OF RELEVANCE
Assume that your client is a leading manufacturer of paper towels. Paper towels are a well-liked product used in many areas for different purposes. However, advertising of the product traditionally can not boast with some unusual creativity and is focused on such a specific market segment as mothers.
But what best resonates with one segment will be ineffective for another one.
Let's simulate the audience, which could offer paper towels:
▪ a 44-year-old man, finishing work on his vintage car, wipes the leather seats down to a shine using a paper towel
▪ a 32-year-old mother did not object to her child to get soiled accidentally because she has paper towels, which perfectly clean any contamination
▪ a 32-year-old athletic woman who has no children, decided to pamper herself with a salad useful to the health. She dries the washed lettuce leaves, putting them on white paper towels.
Undoubtedly, a talented creative agency will be able to generate many successful campaigns based on this method. And thanks to the programmable targeting, ads can be shown to users who provide resonance.
Creative agencies can also check the effectiveness of the concepts by comparing them. For example, when is the probability of buying more: if a woman aged 25-34, watches ads with dried lettuce leaves or a person who is engaged in a hobby? Answers to these questions can often be quite unexpected. And all thanks to the programmable advertising.
NOT BIG, BUT LONG IDEAS
If success in advertising means moving from a big idea in the direction of relevance, it also means a move from big to "long ideas." Such an idea is not a separate creative message, but a series of touch points with the client, united by a common theme or story.
Do not think that such an idea would be negligible. Summing up all these touch points, we get something really powerful. Thanks to the talk, "long" ideas create the mood, form brand loyalty and are ultimately organized into advertising with more resonance.
"Today, the most effective creative advertising agencies have not come up with great ideas, but prefer multiplatform stories that can be told in different and compelling ways," - says Bradley Moore, Head of Internet Marketing Company McCann in Australia.
Agencies should not only advise their clients on choosing the right creativity for each market segment, but also think about how programmatic can ensure the success of "long idea-campaigns".
ZOOMING OF CREATIVITY
It seems to be a great piece of work, is not it? And more work means more money that programmatic campaigns will bring to creative agencies. But first we need to solve the problem of real-scaling of the creative process without running out of agency resources.
A lot of time and resources are spent for creating multiple ads with different messages. Since most of the campaigns include the presence of ads of different sizes for a variety of channels (display, social networks, video), it can aggravate the depletion process of agency resources that can easily get out of control. It is much more difficult with HTML5 and mobile advertising. Plus, you need a real understanding of the market, for long-playing "long ideas" to appear.
That is why many agencies are currently investing in such tools as social media monitoring, content recommendation system and programmable creativity. These tools allow agencies to listen to the customers, understand what is really important for them and conduct successful campaigns within a reasonable time.
Thus, due to programmatic and RTB ads are displayed to the right people at the right time and at a good price.
It sounds great, right?
But wait, have not we missed something?
Oh yes! Advertising creativity, despite the fact that it is the heart of advertising, has become a minor defendant in the equation. But without the right creative approach to advertising for hyper-targeting audience, the value of algorithmic buying and RTB is significantly reduced, if not negated.
That's why creative agencies have a great opportunity to do programmatic as effective as possible for their customers through the development of the right strategies. This puts the programmable targeting in the first place and turns it into a key to success.
REASONS TO CHANGE AND DIVERSIFY CREATIVITY
So, how does it work and what should we start with? Let's talk about creative thinking.
If a marketing concept can not be called epic, the repetition of the idea to infinity is not the smartest way to develop an advertising strategy. The modern consumer wants the ads to be relevant.
Repeating the same thing over and over again, you can quickly exhaust the possibilities, but telling a personal story, you can achieve a significant advertising resonance.
Before the programmable targeting became public, it was incredibly difficult to deliver a particular relevant message to different segments of the market, because it was not possible to find out who are these segments. Display advertising buying was based (and in many cases is still based) on very blurry general characteristics of audience. Previously, we did not know who exactly watched a TV program or visited a website, that's why we could use only general ideas.
Today we have an opportunity to calculate with a high degree of accuracy who the target audience is, with the help of programmatic buying. This means that the most relevant ads can be achieved.
Think about the reasons that motivate to diversify creativity when using programmatic technology:
▪ Is it possible to point out the basic value or incentive to buy on the basis of demographic features, behavior or consumer preferences? ▪ Is it necessary to change the message, basing on the stage of the purchase the potential customer is? ▪ Is it possible to adapt the creativity basing on information about the user's location? ▪ Is there any audience group, through the actions of which we can trace different stages of the purchase?
Creative briefs that agencies receive from customers are likely to be unable to provide the necessary degree of relevance. But programmatic can! By helping their customers to answer all the above questions and taking creative decisions arising from these responses, creative agencies can achieve significant results.
EXAMPLE OF RELEVANCE
Assume that your client is a leading manufacturer of paper towels. Paper towels are a well-liked product used in many areas for different purposes. However, advertising of the product traditionally can not boast with some unusual creativity and is focused on such a specific market segment as mothers.
But what best resonates with one segment will be ineffective for another one.
Let's simulate the audience, which could offer paper towels:
▪ a 44-year-old man, finishing work on his vintage car, wipes the leather seats down to a shine using a paper towel
▪ a 32-year-old mother did not object to her child to get soiled accidentally because she has paper towels, which perfectly clean any contamination
▪ a 32-year-old athletic woman who has no children, decided to pamper herself with a salad useful to the health. She dries the washed lettuce leaves, putting them on white paper towels.
Undoubtedly, a talented creative agency will be able to generate many successful campaigns based on this method. And thanks to the programmable targeting, ads can be shown to users who provide resonance.
Creative agencies can also check the effectiveness of the concepts by comparing them. For example, when is the probability of buying more: if a woman aged 25-34, watches ads with dried lettuce leaves or a person who is engaged in a hobby? Answers to these questions can often be quite unexpected. And all thanks to the programmable advertising.
NOT BIG, BUT LONG IDEAS
If success in advertising means moving from a big idea in the direction of relevance, it also means a move from big to "long ideas." Such an idea is not a separate creative message, but a series of touch points with the client, united by a common theme or story.
Do not think that such an idea would be negligible. Summing up all these touch points, we get something really powerful. Thanks to the talk, "long" ideas create the mood, form brand loyalty and are ultimately organized into advertising with more resonance.
"Today, the most effective creative advertising agencies have not come up with great ideas, but prefer multiplatform stories that can be told in different and compelling ways," - says Bradley Moore, Head of Internet Marketing Company McCann in Australia.
Agencies should not only advise their clients on choosing the right creativity for each market segment, but also think about how programmatic can ensure the success of "long idea-campaigns".
ZOOMING OF CREATIVITY
It seems to be a great piece of work, is not it? And more work means more money that programmatic campaigns will bring to creative agencies. But first we need to solve the problem of real-scaling of the creative process without running out of agency resources.
A lot of time and resources are spent for creating multiple ads with different messages. Since most of the campaigns include the presence of ads of different sizes for a variety of channels (display, social networks, video), it can aggravate the depletion process of agency resources that can easily get out of control. It is much more difficult with HTML5 and mobile advertising. Plus, you need a real understanding of the market, for long-playing "long ideas" to appear.
That is why many agencies are currently investing in such tools as social media monitoring, content recommendation system and programmable creativity. These tools allow agencies to listen to the customers, understand what is really important for them and conduct successful campaigns within a reasonable time.